When users search on these and other search engines, two types of search results are displayed. The first type is often referred to as the "organic" search results. The organic search results are typically listed in the middle of the search results page, and consist of a rank order of website links and page descriptions (as determined by the algorithm of the search engine) based upon the search terms used.

The second type of search results that appear on a search results page are the paid search results, which typically appear on the top and to the right of the organic search results. Often the paid results may have a shaded box or otherwise be denoted specifically as paid search results. These paid search results offer the opportunity for law firms to target marketing at specific search terms used. Another benefit is that the firm is only charged when a person actually clicks on their ad and is taken to the firm's website; they are not charged when their ad is simply shown in the search results. Because of this methodology for charging, these types of ads are usually referred to as "pay-per-click" (PPC) advertising. 

For example if a potential client entered the search term 'real estate lawyer in Miami,' an attorney seeking to gain real estate clients could create an ad campaign that would show an ad when someone searches for 'real estate lawyer in Miami.’ The attorney would only be charged when her ad was actually clicked on, not every time the ad was shown.

In addition to PPC advertising, there are other similar Internet opportunities where law firms can market their services which include advertising that can be done on a fixed price basis and advertising that can be done on a cost per thousand impressions (CPM) basis.

If done correctly, Search Engine Marketing (SEM) can be one of the most effective and least costly marketing tools, often costing as little as 25 cents to have a prospective client directed to a firm’s website. 

We design search engine marketing programs based on your firm’s budget with Google, Yahoo!, Microsoft, and their respective partners. Search Engine Marketing helps ensure that your firm’s message gets through to potential clients. 

• Our search engines programs are comprehensive and can include a dozen or more separate campaigns with hundreds of keywords and geo-targeting. 
• We conduct research to find out what keywords people are actually using for your firm's services so that campaigns can be built around the most frequently-used search terms. 
• We create multiple ads for each campaign so that the effectiveness of each ad can be measured and so that the low-performing ads can be eliminated.
• We can implement analytics solutions that further measure the effectiveness of advertising.

While comprehensive marketing programs require more time to develop, the extra cost is recovered through lower PPC costs and more effective ad campaigns leading to more traffic being driven to a website.

Local Business Search Listings

While not traditional search engine marketing, Esquire Interactive will also add your law firm to Google Business Listings, Yahoo! Local Listings, and MSN Live Local Search so your firm will be listed in Google, Yahoo!, and MSN when people search for an attorney in the area of law you practice in your local community.